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MARKETING PLAN FOR NEW APP
I
LONG ‘Q’ lines always a head-ache
Exhibit 1 clearly shows the time being spent on groceries shopping
So LETS REDUCE THIS TIME
• NOW, Order staples, goods and every-day items at your CONVINIENCE.
Make your list and collect them from nearest Supermarket
II) Situation Analysis
• Observing EXHIBIT 2, Women shoppers are more in number than men.
• And the average income of shoppers is $50,000
So, the app’s features should mainly target women customers.
And the 2nd Target section is the “HIGH-END SHOPPERS”
From an analysis , Top 100 customers were worth the same as the bottom 4000.
Bottom 25% of customers represented only 2% sales
Top 5% represented 20%
So main target
HIGH END MARKETS
CHALLENGES
• The app should run smoothly on all versions of iPhone and Android.
• Keep updating the app regularly according to the situations and conditions(eg: Festivals)
• Get notified among millions of apps existing.• Building buzz before launch.
G O AL
III)
ESTIMATING THE GOAL(1/3)
• The expenses per month include salary expenses, delivery expenses,
collaborating with supermarkets, advertising ,etc which sum up to INR 10Cr
• So the company should make at least INR 125CR annually to come out without
losses.
ESTIMATING THE GOAL(2/3)
• The APP should reach its goal of Annual Revenue INR 150Cr at least within 3 years of its entry.
ESTIMATING THE GOAL(3/3)
STRATEGY
IV)
1)Customers
• Approximately 55 lakh people visit a supermarket every year in each city.
This is more than 50% of each city’s population.
Attracting this particular customer range is feasible only if we
Reduce their time spent on supermarkets.
Make their work easier.
2) Collaborators
SUPERMARKETS- the prime collaborators
COMPETITORS
Tesco employs attractive strategies
We are re-designing the app for the INDIAN MARKET with almost similar strategies.
BASIC FEATURES OF THE APP
Downloading and Registering in the AppFind your nearest supermarketMake a list of staples required Mention the collecting timeCollect your ITEMS.
V) TACTICS
Product characteristics• Core benefit: The customers for this app
mainly purchases goods or staples at their comfort.
• Basic Product: Technologically improving the services being provided.
• Expected product: What they expect is quicker and reliable services.
PRICE
The APP in general is a “FREE” app.
But only basic features will be available for free
But other incentives are available only in PREMIUM VERSION
So the PREMIUM VERSION will be available at a feasible cost of
INR 499 per month only!
• From exhibit 3, as the shoppers shop most on SATURDAYS, most of the discounts, offers will be available on SATURDAYS.
NAME
• Names for apps should be crisp and should indicate what the app is trying to do. Hence, the name….
PICK ‘N’ MOVE
INCENTIVES
Customers who exceed a particular amount of shopping bill will get extra DISCOUNTS.
• On first installation and usage, a free home delivery option is available. But from next month, it will be available only in PREMIUM VERSION
INCENTIVES
RS XXX
And the most important feature CLUBCARD
WHY CLUB-CARD?
Points on purchases Free home deliveryAdditional gift vouchers and discountsFirst preference in case of less stock
Club card customers receive vouchers for items they specifically liked to buy rather than general vouchers to all customers.
COMMUNICATION• Customer Question TimeProvides customer review about the appProblems being faced by the customersAdditional needed services can be known by
customers itself.
With high-value shoppers
They receive calls from store managers, valet parking when they came to shop to make them feel SPECIAL.
Advertising• The advertisement about the APP should be both: Informative Persuasive
As the app is new:
Large advertising budgets are required to build awareness and gain consumer trial.
Increased advertising frequency.
MODES OF ADVERTISING
TELEVISON ADS
Radio Ads Pamphlets in the collaborated supermarkets.
PRINT ADS (Newspapers, magazines,etc)
VI) IMPLEMENTATION
Stores capture valuable information with every swipe of card to build a POWERFUL DATABASE of what customers are buying and not buying
Profile of the customers get updated
according to the database details.
They will exclusively get offers of what they are most interested in buying!!!
RELATION NETWEEN COLLABORATORS AND COMPANY
COLLABORATORS COMPANY
Customer info, products info
Adds new customers to
already existing customers
APP
APP directs the customers to nearest
SUPERMARKET(COLLABORATOR)
Lists of items provided by customers is kept ready by the employees of the supermarket
Customers pick their PACK
CUSTOMERS
Employees of app collect
from store
In premium version
EXHIBIT 1
EXHIBIT 2
EXHIBIT 3
On which days do the shoppers shop most
SUMMARY
SITUATION ANALYSIS
STRATEGY
IMPLEMENTATION
Disclaimer Created by Vaishnavi Lakkaraju, GNITS,
during marketing internship by Professor Mathur, IIM LUCKNOW.